Your website is the front line of communication with your customers. It creates the first impression, whether that’s good, bad or anything in between. It can spark intrigue, provide engagement and build bridges for your target market to cross.
Or conversely … it can make viewers feel uneasy, foster feelings of doubt and burn bridges altogether.
At the heart of all this is copy.
It’s the deciding factor that either pushes or pulls customers to or away from your brand. Copy that ticks all the right boxes will do more for your business than just conversions.
You want online viewers to come back to your site again and again … and again. But writing magnetic copy is only half the battle. Words need to be SEO-friendly to resonate with Google’s search engine just as much as they do with your target audience.
And that’s where I come in.
I’ve written copy for dozens of websites designed to connect, engage and convert viewers into customers. I know what words to choose and how to make your message stick. It’s not always what you say but how you say it.
From civil engineers to tradespeople through to accountants, I’ve written website copy for clients across a whole range of industries. The clients may differ but the principles remain the same. Here are a few factors that I ensure to include in my copy:
This comes down to what you say and how you say it. The words on your page should convey your personality, express your values and make you stand out from the competition. Anything generic and you’ll struggle to get noticed.
Prior to every project, I send out a questionnaire to clients to answer important questions to help improve the quality of the copy. Using this information, I’ll align the style of the copy to the desired tone of voice.
Copy needs to be SEO-friendly if you want it to perform on Google’s rankings. Being a previous technical SEO, I know how to perform keyword research and weave specific search terms into your content. This is all part of a service that’s designed to make your content fully optimised for SEO.
What value do you offer and how will it solve a customer’s problem? This is arguably the most important element of your marketing message. Your UVP will entice visitors to dig deeper into your site and push them closer to conversion.
Notice how I’ve mentioned mine at the top of the page. Would you be this far down the page if it wasn’t there? Probably not.
What credentials do you have you to boast about? Why should a customer do business with you? Credibility is everything. It instils trust, builds authority and plays a big role in conversion. Stats, testimonials and accolades are examples of what I’ll look to merge in with the copy.
No CTA, no conversion. Your copy may slide viewers from one side of the page to the other with ease and persuasion. It may entice the reader, along with your bulletproof testimonials from prestigious clients. The reader is interested. They’ve seen your amazing testimonials and now they want to get in. touch. But where do they click?
A lack of CTAs will leave viewers lost on your page and too many CTAs will come across as being pushy. The way your CTA is worded also has a big impact. Many marketers overlook the importance of these conversion factors, unnecessarily losing out on sales. I don’t.
Want to know more about conversions? Contact me for a free consultation on how to improve your website.
My objective is to always provide 100% client satisfaction and so I offer multiple revisions after the first draft is submitted.